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Lee Odden

Google AdWords Dayparting

Lee Odden on Jun 16th, 2006     AdWords, Google, Marketing Industry News, Online Marketing

The Google “Inside AdWords” blog has announced the addition of “ad scheduling” or as it is more often know as, “day parting”.

“Ad scheduling can also help you improve your ROI by ensuring that your ads run when it makes the most business sense. For instance, a local business may only want to run their ads during business hours, or an online retailer may want to boost their bids during their busier-than-normal lunchtime shopping period.”

When Andrew Goodman spoke here in Minneapolis at the MIMA event this week, he mentioned the impending addition of this feature to the AdWords program, but I’m not sure how many people caught it.

Kevin Newcomb over at ClickZ also has more details including several quotes from Richard Holden, director of product management at Google.

Lee Odden

Brand is king for search marketers

Lee Odden on Jun 12th, 2006     Online Marketing

JupiterResearch has release their “US SEM Executive Survey 2006″ reporting that 40 percent of search marketers spent at least $500,000 on search in 2005, compared to 12 percent in 2004. A significant number of those companies are using search marketing to satisfy their online branding objectives.

The JupiterResearch survey also found that, while search marketing has traditionally been used for direct marketing purposes, more marketers are seeing the value of search for branding.

While generating immediate sales of online products is the goal of 37 percent of sophisticated search advertisers, 31 percent say building brand awareness is their main objective.

Via DM News

Lee Odden

Paid Search Can Be A Bitch

Lee Odden on Jun 8th, 2006     AdWords, Google, Marketing Industry News, Microsoft Bing, MIMA Seminars, Online Marketing, Search Marketing, Yahoo

Yes dear friends, I’ve said it. Paid search can be a pain in the rear. But no worries, search engine marketing guru Andrew Goodman of Traffick and Page Zero Media promises to shed some light on the subject in conjunction with a Minnesota Interactive Marketing Association (MIMA) seminar next week.

Goodman’s presentation, “IT’S NOT JUST YOU: PAY-PER-CLICK CAN BE A REAL BEAST” will cover examples of Google AdWords and Yahoo Search Marketing challenges, SEM relations, click fraud, CPOs vs. market share growth, data privacy, auctions and more.

Lee Odden

Web Marketing Metrics

Lee Odden on Mar 7th, 2006     Blog Marketing, Online Marketing, Online PR, Search Marketing, SEO, Web Analytics

Measuring success of your online marketing efforts is a critical, but often underutilized in many web marketing initiatives. Recently I took a survey for Jupiter Research and one of the questions got me thinking about the different metrics that companies use:

  • Brand impact (i.e., increased brand awareness, intent or favorability)
  • Number of impressions
  • Position of paid listing
  • Number of clicks
  • Ratio of new to returning visitors
  • Amount of increased website traffic
  • Duration of website visits
  • Amount of increased traffic to physical store
  • Amount of increased volume to call center
  • Number of leads generated for products sold online
  • Number of leads generated for products sold offline
  • Number of immediate sales generated for products sold online

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